There has been a great change in the way of information exchange and communication of social media with the new business model as the mainstream in the Internet + era. Firstly, based on the theory of social impact, a research has been carried out on the impact of social attributes and value creation of user-generated motivation of social e-commerce consumers, thus establishing a conceptual model of the purchase intention of socialized e-commerce consumers. Then the factor analysis and regression analysis have been carried out based on a questionnaire survey by using SPSS. Research results show that UGC features can be divided into two factors: informative characteristics and normative characteristics, while value co-creation includes two factors: value co-creation and spontaneous value co-creation. Informational features exert no significant impact on the initiated value creation, which has no significant impact on consumers’purchase intention as well. However, the normative and informative features have an significant impact both on spontaneous value creation and consumers’purchase intention. Finally, based on the empirical analysis, some suggestions have been put forward for social businesses and users.